SEO: Helping People Find Your Work
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SEO: Helping People Find Your Work

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SEO: Helping People Find Your Work SEO: Helping People Find Your Work Presentation Transcript

  • SEO: Helping People Find Your Work Steve Buttry Bennington Banner March 21, 2013
  • Read more about it• stevebuttry.wordpress.com (#twutorial)• slideshare.net/stevebuttry• @stevebuttry• sbuttry@digitalfirstmedia.com
  • Keys to SEO• Relevance• Keywords in headline• Keywords in story (best in lead)• Understand how people are searching• Relevant links
  • Relevance rulesKeep SEO in mind as you write, but …• Relevance matters; popular but irrelevant keywords can hurt you• Quality matters• Social matters, too, and people share good reads• Relevance matters in links
  • Keywords in headline• What words would you use to search for this post?• Use those words in headline• If possible, start headline w/ key phrase• Check Google Trends• Use full names• (VIDEO) in headline
  • Keywords in headline• Use location names:(Vermont, not “state”• No puns (unless you can do it with keywords)• Headline needs to be enticing w/ keywords• Google stops reading after 65 characters
  • Keywords in lead• Most important: good lead• Sharing drives traffic, too, so don’t write for search engine• Edit for search engine; would search terms help or hurt original lead?• If keywords don’t work in lead, be sure head is strong & use them high
  • Fill in metadata• “Blurb” field in NGPS• Fill in keyword-rich SEO descriptions, cutlines, etc. for photos, videos• Alternate text for images
  • Links help people find you• Relevant outbound links boost Googlejuice• Pingbacks bring you inbound links & boost Googlejuice• Add links as you do research• Use relevant anchor text (not “click here”)
  • Don’t forget internal links• Link to earlier stories on your site• Go back and link earlier stories to updates• Internal links drive more views directly• Internal links help SEO
  • Links provide:• Attribution• Context• Authority• Credibility Consider whether context implies endorsement of linked views/content
  • Reach a wider audience• Effective use of social media (Facebook, Twitter, YouTube, Foursquare, etc.)• Relevant comments (w/ links) on related blogs• Emails/tweets/#hashtags call to attention of influencers
  • Write 2 headlines• Write a headline for a story you’re working on• Find an ineffective headline on your site & strengthen its SEO
  • Read more about it• stevebuttry.wordpress.com (#twutorial)• slideshare.net/stevebuttry• @stevebuttry• sbuttry@digitalfirstmedia.com• zombiejournalism.com